1 Nurture Registrants with Triggered Follow-up Will Schnabel VP Business Development, Silverpop
2 Silverpop customers, brands Marketing and Marketing Automation CRM and Web Analytics Integration +2B messages per month Renewal rates and client satisfaction: +90% Overall Deliverability: 96%
3 Goal for Today: Understand the opportunity to use trigger-based programs based on an understanding of consumers web activity to boost revenues
4 Think beyond just this
5 To Triggered Lifecycle Programs Pre-Transaction Purchase Process Post-Purchase Relationship Browse abandonment Cart abandonment Order Confirmation Order status Shipping notice Shipment confirmation Trip preparation Satisfaction Survey Review request Review notification Recommendation Replenishment Repurchase Upgrades Bounceback Account reminder Loyalty programs Account status Purchase anniversary Right time, right message!
6 Relevancy is King! $500,000 $400,000 $401,942 $300,000 $200,000 $222,970 $228,754 $162,631 $100,000 $0 $76,668 $83,419 $45,600 $5,155 Broadcast Life cycle Targeted Website Activity Monthly revenue Monthly net profit Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast assumes $3 CPM, and all others assume $4.5 CPM. All assume $89 AOV, 50 percent product margin, and 2.8 million pieces of mail per month.
7 Marketing Sophisticated applications Easy to use The Challenge Right Message Right Place Right Time
8 Trigger-based approach
9 Low Volume, High ROI Volume of s sent Sales Generated 4.1% Triggered Campaigns 95.9 % Batch Campaigns 40.2% Triggered Campaigns 59.8 % Batch Campaigns
11 Question is not what is the optimum frequency, but how do we send more relevant s, more often, with fewer resources?
49 The Problem Marketers Face Campaign Results 4.5 Subscribers / Visitors st -Time 3.5 Customers Sales 3.0 Unengaged 2.5 Customers 2.0 Repeat 1.5 Customers 1.0 Loyal Customers Campaign #1 Campaign #2 Campaign #3 Campaign #4 Campaign #5
50 The New Wave in Marketing Traditional Segmentation Geographic Region Population Density Demographic Age Gender Income Psychosocial Social Class Lifestyle RFM Analysis Recency Frequency Monetary Segmentation 2.0 Traditional Segmentation plus Real-Time elements including Purchase Behavior Last purchase date Number of purchases Purchase value Web Behavior Visited your website Viewed a product page Submitted a web form Accessed your online resources Social Behavior Shared your message with others Behavior Clicked an link
51 Marketing with Segmentation 2.0 Welcome Campaigns 1st Purchase Campaigns Repeat Purchase Campaigns Loyalty Campaigns Reengagement Campaigns Subscribers / Visitors 1 st Time Customers Repeat Customers Loyal Customers Unengaged Customers
52 Put Segmentation 2.0 to Work for You Contact Scoring Create your own custom segmentation model. Programs Design intelligent, multi-track campaigns that run and manage themselves. Dynamic Content Send highly relevant, one-to-one messages. Alerts Trigger instant customer satisfaction and service notifications.
53 Share to Social #2 Clicking link takes recipients to social network to complete sharing process #1 Insert Social Network Link in #3 All the recipients friend will now be notified via Facebook of the share!
54 Best time to send?
55 Right Message, Right Time
56 Send Time Optimization 75% increase in revenue 2X conversion rate 30% increase in number of orders per program 50% increase in open rates 22% lift in conversion rates
57 Now if you are a B2B Marketer
58 Plugging the Leaky Funnel
59 Plugging the Leaky Funnel
60 Nurturing Infrastructure
61 Nurturing Infrastructure Lead Capturing
62 Nurturing Infrastructure Lead Assessment & Scoring
63 Nurturing Infrastructure Lead Routing to Sales
64 Nurturing Infrastructure Lead Nurturing & Reporting
65 Progressive profiling Dating 1 st contact 2 nd /3 rd /3 contact later contact + behavioral Source: MarketingSherpa and KnowledgeStorm, Connecting Through Content"
66 Develop programs/offers that align with where prospects are in their buying process Info kits How-to guides White papers Case studies Decision tools Webinars Assessments Consultations Custom demos Seminars Quotations Early Middle Late Source: AcquireB2B
69 Integrated Lead Scoring Lead Breakdown A, 600 B, 2000 D, 6500 C, 2500
70 CRM Integration
71 B2B Lead Nurturing Success Increased No. of New Leads Generated through existing demand gen activities 400% 5x Increased No. of qualified leads sent to sales 2x Improved Sales Close Rates 25% Reduced Cost per Sale
73 Triggered Program Benefits Highly relevant to individual or buying stage Based on web activities Set it and forget it Incremental Revenue
74 Key Takeaways Determine revenue opportunity from triggered programs Get ownership of transactional s Quick wins (birthday, bounceback, nurture, etc) If selling online, focus on cart abandonment recovery Continuously refine and add new triggers Watch the dollars roll in!
75 Resources Resource Center White papers Webinars Blogs Case studies Newsletters Many presentations on SlideShare
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